Pitchfork is a music-focused media company with a mission to curate non-mainstream music and to help users find emerging artists. They frequently produce podcasts, interviews, and music videos.

I gave Pitchfork a fresh, updated look with a comprehensive brand overhaul to further establish them among other big music platforms. I created a new visual identity that captures the user’s attention through vibrant colors, bold typography, and dynamic illustrative elements. This new direction fosters a sense of community, celebrates diversity in music, and embodies the spirit of anti-mainstream music.